Audience Captivation – Story Loops & Nested Loops

Story loops have been used by brilliant writers for centuries.

With the dawn of television the power of “nested loops” became clear.

Nesting story loops is the most powerful way to keep an audience engaged.

Kevin Hogan shows the lasting power of nested loops with an example of an old TV show from the 1980’s…and how people still remember the plot 25 years later.

Why Client Experience Management trumps Customer Experience Management for maximum profitability

I used to work for a millionaire entrepreneur who gave me access to Jay Abraham’s multi-volume Marketing Encyclopedia… it gave me a Jedi intuition for good marketing strategy which I still have never had the opportunity to fully put to work…

Jay Abraham charges $40,000 per day for one-to-one business coaching and has no shortage of clients.

If you want to see Jay get bigged-up, watch clip 1.

Jay’s message in this second clip is this:

Webster defines ‘customer’ as someone who buys a product or service.

Webster defines ‘client’ as someone under the ‘care and protection of’.

Do your ‘customers’ just want to be sold to, or do they want to be cared for and protected?

Which approach is a better level of service?

The ultimate business differentiation is to treat your ‘customers’ as highly valued, respected, cared for premium clients.

Hence client experience management is the pinnacle of customer experience management.

What is the role of content marketing in creating a great customer experience?

David Edelman, Principal at McKinsey, describes the content pipeline and how it needs to both feed and inform interactions across all touchpoints with the customer.

High-budget low-volume content production needs to be displaced by low-budget high-volume content creation, based on the many touchpoints of audience interaction.

The best brand experience throughout the buying process means having opportunities to create content that can be shared as social media.

Brilliant insight on the evolution of social marketing.

Gavriel Shaw, Judge at 2013 European Contact Centre & Customer Service Awards (ECCCSA) – Social Media Category

As a judge of the 2013 European Contact Centre & Customer Service Awards (ECCCSA) social media category, I’ve seen behind the curtains of organisations large and small who thought themselves worthy to enter.

Some household big brands, some smaller or niche brands… all putting in great effort to manage both new customer marketing and existing customer service within the social marketplace.

What are the entries judged on? Criteria includes (in my own words): Read More

Still not confident about ‘social media marketing’? Do this…

I still speak with Directors, marketers, so-called consultants, and new startup entrepreneurs who are confused by hyped strategy and a ton of options when it comes to social media marketing…

To really understand social media, new marketers and seasoned directors find it helpful to first grasp the following dynamic of the web’s evolution: Read More

Gamestorming for Brainstorming

Gamestorming is a set of best practices compiled from the world’s most innovative people and companies, condensed into a lightweight, low-tech toolkit that applies tools and rules to the problems of collaboration and teamwork.

The approach is a mashup of game principles, game mechanics and work. It’s a set of methods for inventors, explorers, and change agents. A practice made of people, paper and passion.

Huge cultural shifts can be required to foster such an open culture of gamestorming…

It makes me wonder how much of this type of approach is managed internally vs how much is actually delivered by external agencies.

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